Think Pink
Oct - Dec 2024
Creative Head for the foundational pre-launch phase of YCL’s initiative to counter ‘health-washing’.
Concept, nomenclature, branding, positioning, philosophy, identity and design for Luke Coutinho - YCL (You Care Lifestyle)
Sometimes, what should really be a government action in India is often a private initiative .
F&B, skin care and lifestyle brands often use words like ‘pure’ and ‘natural,’ but YCL’s labs found harmful contaminants in many ‘clean’ products.
That's why labels can’t be trusted - they need to be tested.
Why would anyone want to book a test for their water quality at home?
After all, in India, almost everyone who can already have a water purifier.
On one of my early calls with YCL’s @youcare_by_luke_coutinho senior management, was an eye-opening moment “Well, do you know that you could be over-purifying your water? And depriving oneself of essential minerals can cause a cascade of health issues. The source if this is often undetected.”
Different areas of a city have different levels of minerals and pollutants. And choosing the right water purifier for a home needs good scientific advice. This applies to air-purification too.
A video glimpse ︎
Recommended visual language for social media
Copypartner : Meeti Shroff Shah
Luke Coutinho: Founder, YCL
Luke Coutinho: Founder, YCL
Talks
TEDx, Mumbai 2016 : Classrooms, Bagpackers and a Revolution
• ISDI Parsons School of Design and Innovation 2020 : There’s a Hack for Cultivating Intuitive Intelligence
• Reliance Foundation Hospitals and Research Centre at SORC, Festival
of Orthopedics, 2019 :
The Anatomy of Intuition
• TEDx Unplugged, Mumbai 2019 :
The Trick to Cultivating Eureka Moments in your Career.
• Symbiosis University, as Chief Guest, Pune 2017 • Startup Chile, Santiago 2015
• Creative Beta Mornings, Mumbai 2013
I work with
Organisations and individuals who seek to create positive change and impact on scale through lateral thinking, innovation and design.
While creating enlightening, engaging and entertaining work.
And with those who believe in revolutionising and in shaping new cultural landscapes of society.
Other things I love
User Experience Design
Installation art
Urban planning
Design for public spaces
Product innovation
Film / cinema / video
XR, VR, AR
Behavioural Design
Circular economy
Oceans / environment
Scuba diving
Swimming with the whales in the wild
Pole Fitness and gymnastics
Bagpacking
World Cinema
The confluence of science and spirituality